Post on 05-Apr-2015
transcript
Bayerisches Staatsministerium fürErnährung, Landwirtschaft und Forsten
holiday on farms in Bavaria –
success factors
5th April 2013
Kielce, Poland
Gisela Hammerschmid
Folie 2 Gisela Hammerschmid, Ref. A 3Bayerisches Staatsministerium für
Ernährung, Landwirtschaft und Forsten
FREE STATE OF BAVARIA
20% of the total land area of Germany 12.5 million inhabitants Capital and largest city: Munich, the third largest city in
Germany Rich in traditions and culture, regional specialities, old
history, nice villages and warm-hearted people, spectacular landscapes
Folie 3 Gisela Hammerschmid, Ref. A 3Bayerisches Staatsministerium für
Ernährung, Landwirtschaft und Forsten
AGRICULTURE IN BAVARIA
2010: 97.900 farms (> 5 ha) average size: 32,1 ha Almost every third farm of Germany is located in Bavaria 60 % of the farms generate combined income (e.g.
directmarketing, home services and party services, learning on farms or holiday on farms)
Folie 4 Gisela Hammerschmid, Ref. A 3Bayerisches Staatsministerium für
Ernährung, Landwirtschaft und Forsten
HOLIDAY ON FARMS – DEFINITION
farming activities can be experienced the accommodation is on the farm or nearby most services are done by the farmers and their
wifes themselves
Folie 5 Gisela Hammerschmid, Ref. A 3Bayerisches Staatsministerium für
Ernährung, Landwirtschaft und Forsten
5.500 farms different regional spread number of nights:
• 1991: 7.1 Mio. nights• 2012: 12.7 Mio. nights• Rise of about 20 % in the last 10 years
guests spend nearly 500 Mio. € professionalization, quality management and product
orientation
HOLIDAY ON FARMS - FACTS
Folie 6 Gisela Hammerschmid, Ref. A 3Bayerisches Staatsministerium für
Ernährung, Landwirtschaft und Forsten
to enjoy selfmade
products and bavarian
specialities
to communicate
with an unique rural
family
an idea of agriculture and
bavarian tradition
CONCEPT: FARM TOURISM IS FOR GUESTS WHO WANT:
to be directly in
contact with nature and
animals
success
factor 1
Folie 7 Gisela Hammerschmid, Ref. A 3Bayerisches Staatsministerium für
Ernährung, Landwirtschaft und Forsten
SPECIALIZATION AND TARGET GROUPS
families with children sanity and wellness nature and activities (e.g. hiking, skiing, cycling, fishing,
horse riding) art and culture disabled people older people
success
factor 2
Folie 8 Gisela Hammerschmid, Ref. A 3Bayerisches Staatsministerium für
Ernährung, Landwirtschaft und Forsten
QUALITY
Objective, hard skills
e.g. laws and regulations
standards of quality
architecture and design
classification
Individual, soft skillse.g. friendliness, atmosphere flexibility taste of the regional
products special offers, not expected
success factor 3
Folie 9 Gisela Hammerschmid, Ref. A 3Bayerisches Staatsministerium für
Ernährung, Landwirtschaft und Forsten
PROFESSIONAL MARKETING
www• online-based communication and booking• worldwide network, social media
brochurescatalogs from the region, tourism-associations fairs, e. g. international green week in Berlin
membership in associations
e. g. association for holiday on farms in bavaria
(1.600 members): www.bauernhof-urlaub.com
success factor 4
Folie 10 Gisela Hammerschmid, Ref. A 3Bayerisches Staatsministerium für
Ernährung, Landwirtschaft und Forsten
research center for agriculture /
institute for business management and agrarian structure
7 offices for rural development
47 offices for food, agriculture and forestry
Bavarian State Ministry for Food, Agriculture and Forestry
Folie 11 Gisela Hammerschmid, Ref. A 3Bayerisches Staatsministerium für
Ernährung, Landwirtschaft und Forsten
QUALIFICATIONS, CONSULTATION
individual and comprehensive advice seminars for orientation and targeted development, e.g.:
• analysis of the actual situation • finding a solution and work out a concept, which fits to
the farm, the farmers and the region becoming more professional
• qualifying for target groups• exchange of experiences• networking• circle of quality (implementation of quality
management)
success factor 5
Folie 12 Gisela Hammerschmid, Ref. A 3Bayerisches Staatsministerium für
Ernährung, Landwirtschaft und Forsten
working-situation
financialsituation
farm,region
• education• personalityBasics
General-basics
Specialcourses
Networking
Qualification concept
networking with economy- and social-partnersspecial courses
common coursese. g. quality-courses
professional basics
orientation and decision
Folie 13 Gisela Hammerschmid, Ref. A 3Bayerisches Staatsministerium für
Ernährung, Landwirtschaft und Forsten
FINANCIAL SUPPORT –INVESTMENT AID PROGRAMS FOR FARMS funding of diversifications
aid money from EU, D, BY aid quota
25 % of the investments, max. 100.000 €
(investments 20.000 € to 400.000 €) investments in
building, equipement (technical, fixedly),
communication technology, outside-facilities funding conditions, e. g.
• concept and calculation of profitability • profession, appropriate to the main-target• 25 beds maximum LEADER
success
factor 6
Folie 14 Gisela Hammerschmid, Ref. A 3Bayerisches Staatsministerium für
Ernährung, Landwirtschaft und Forsten
COOPERATIONS
with other providers of holiday on farms with further activities in the field of agritourism
• experimental adventure on farms for children• gastronomy and cafe on farms
• catering and services with regional products and specialties
• picknick service for hikers• marketplaces with self-made products
• guided tours on farms and in the area
success
factor 7
Folie 15 Gisela Hammerschmid, Ref. A 3Bayerisches Staatsministerium für
Ernährung, Landwirtschaft und Forsten
Thank you for your attention!
www.landwirtschaft.bayern.de